Articles Overview
5 October 2019
Dennis Kenis

Google Gallery Ads lets creativity prevail

When it comes to gallery ads, Facebook and Instagram set the tone until recently. But then Google showed up with Gallery Ads: from now on search results on mobile can just as quickly show dynamic photo galleries. A warmly received new tool within the advertising power of Google. At Grava, we already did the test.

Imagine you have the choice: or you write an attractive text with a beautiful photo or you show a picture-rich story with a strong supporting baseline.

Besides, you know that you only have a few milliseconds to charm the searching soul, and that the mind attaches itself to images 60,000 times(!) faster than to language.

Right: you go for the second option. Until a few months ago, Google could not add swipe-friendly image galleries, but that's a thing of the past. Since a few weeks, Google Gallery Ads is available in beta, and we at Grava are fans!

Gallery Ads was already announced on Google Marketing Live in May, and since August we have been able to put some of our customers to the test. And we're very excited about the impact and possibilities.

How to create a Gallery ad for search?

Take four to eight images. Choose 'landscape', because that's what works best. Use your creativity because images creates opportunities. Pictures speak all languages and styles; no atmosphere remains out of harm's way. You can also add a tagline to each image. This way, for example, your brand remains recognisable while your picture tells an appealing story. Check!

Use Google Gallery Ads for different target groups

Do you immediately think B2C? Understandable, because it's the most obvious thing to do. You work narrative and recruiting, and your image wants to arouse interest. Fine! But the possibilities are also endless in B2B. Show the process that supports your customer and attracts happy customers. Because that's what we're all about in both cases: using advertising power to help searching consumers to find the right product. No more, no less.

How do I use Gallery ads strategically?

The cost? As an advertiser, you pay per click on the ad or from 3 swipes in the gallery. This is slightly different from the standard search ads, where you only pay for a click on the ad or ad extension. Is it worth it? Yes, it is. As always, complementarity is essential. The fundamental question remains: how are we going to use the various instruments, and what do we want to achieve? And then, you determine the most appropriate strategy, in which Google Gallery Ads will certainly be part of the default mix from now on.